Try Elsies Hot Diggity Dogs!
(—and taste the rich cheese goodness that Borden’s Chateau adds to the popular frank!)
“It’s tricks like this that make a picnic click,” rhymes Elsie. “And this one’s easy: “Cut frankfurters lengthwise, but not quite through. Spread cut sides with mustard. Place thick strips of Borden’s Chateau in each frankfurter. (Now watch your cheese! Chateau’s just right! Its mellow Cheddar flavor has lots of zip. And it melts so well—soft, not stringy!) “Wrap a strip of bacon around each frank and fasten with toothpicks. Grill till bacon is crisp and cheese is melted. Serve on toasted rolls.

“They’re good— believe me! You can count on Borden’s Chateau for that! It has a wonderful way with all the things you make with cheese— from sandwiches to souffles! Look for Chateau in its colorful new wrapper at your food store. 1/2-lb- pkg. (plain or pimento) or 2-lb. loaf.”

Borden’s Fine Cheeses
FOLKS WHO KNOW CHEESE SAY “BORDEN’S PLEASE!”

Lots of dash for your “one hot dish” Borden’s Grated American!

“Show me a really dashing dish of scalloped potatoes or macaroni,” says Elsie, “and I’ll show you a cook who makes these fine old standbys with Borden’s Grated American Cheese! Grated fine, it melts and blankets every morsel with honest cheese goodness! Your store has Borden’s Grated American in 2-oz. and 4-oz. shaker top canisters with colorful new labels.”

Like Swiss cheese? You’ll love “Borden’s Gruyere!”

“I expect you’ll yodel for joy when you taste Borden’s Gruyere Cheese,” predicts Elsie. “It’s delicious—made from that wonderful nut-sweet Swiss cheese that is the pride of Wisconsin’s fine cheese-makers. It has all the flavor of finest Swiss, aged nine months or more. Take it along for a picnic treat! Borden’s packs it in 1-oz. portions—six in a handy, re-usable circular box of clear plastic. At your dairy counter.”

“Old food ads always look so unappetizing” because they are perhaps more realistic than the modern artifice of food styling. In this ad, it looks rather like they really did char the thing on a backyard grill and then plop it in front of a camera. Nowadays they don’t necessarily even cook it, but fuss over it with heat guns, hot irons and spritzers like hair.

Not that you could count on realism all the time. “They’re good— believe me! You can count on Borden’s Chateau for that! …” Yeah, you can count on the bacon for that.

Hirudinea says: November 1, 20128:35 pm

@ blast – Oh I know about food styling (did you know they use white glue instead of milk in some cereal ads because real milk doesn’t look good enough?) but still this food doesn’t look right , look at that pasta, the bacon, the radishes, the colours just aren’t right.

Toronto says: November 1, 201210:14 pm

Was this printed on coated stock? Half-toned? Printing technologies changed a lot over the last 80 years.

Charlene says: November 2, 201212:55 am

So have expectations.

patrick2612 says: November 2, 20122:03 pm

I’m not from the US, but if you gave me a word-association test and said “Borden”, my instant response would be “Lizzie”. Maybe it’s just that Lizzie is the only Borden most people in Britain have ever heard of, but I do hope the company didn’t/doesn’t sell meat products as well.